Ziyabanda, featuring local hip hop artist Stilo Magolide, recorded by sound designer Simon Ringrose and directed by filmmaker Lebogang Rasethaba, with almost 250 000 views on YouTube, is the focal point of the latest Castle Lite Extra Cold campaign.
The video of the Boyz N Bucks star was recorded at sub-zero temperatures using instruments and sound effects made out of ice, communicating the Extra Cold lagering proposition in an unorthodox, subtle way to a target market that is increasingly resistant to overt commercial messaging.
A free download of the track is available on the Castle Lite website and the video has also been screened on MTV.
Andrew Watson, business director at Ogilvy Cape Town, says; “The success of the final product showcases what collaboration between a number of talented individuals can achieve, and is a shining example of seamless integration across disciplines. Ziyabanda signals the direction in which content creation is heading.”
Using Foley recording techniques, Ringrose started the process by manipulating, cracking, smashing and screwing foreign objects into ice to generate sound samples. Ringrose weaved these samples into a back track, onto which Stilo’s lyrics were overlayed.
The ice sound effects were re-orchestrated for the video recording directed by Arcade Content‘s Lebogang Rasethaba.
Vaughan Croeser, marketing manager for Castle Lite described Ziyabanda as “a truly original piece of work that broke new ground in the collaborative space between artists and brands, delivering precisely the kind of content that 18 to 25-year-olds connect with”.
Watch the video or download the track here.
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